the U.S. increased by about 15% in 2020 to
more than $41 billion. That’s about 20% to 25%
above Walmart. That represents 11% to 12%
share of all clothing sold in the U.S. and 34% to
35% share of all clothing sold online.
Amazon has been making a big push into
fashion in recent years, including selling its
own labels, and in September 2020, it launched
an online shop called Luxury Stores.
Still, Amazon faces challenges in attracting the
fickle fashion shopper and hopes to solve the
pitfalls of in-store clothing shopping by turning
to high tech features.
Upon entering the Amazon Style store,
shoppers will see a curated set of items on
display. By using the Amazon Shopping app,
shoppers can scan an item’s QR code to see
sizes, colors and overall customer ratings.
Shoppers can add these items to fitting rooms
or, if they don’t need to try something on,
they can send it directly to the pickup counter.
Prices will range from $10 to $400.
Amazon says its algorithms will spit out real-
time recommendations as shoppers keep
scanning items that they see. Shoppers can also
fill out an online survey of their preferences for
style and fit. When shoppers enter the fitting
room, they will find the items they requested.
Using a touchscreen in their fitting rooms, they
can also request other items.
“Amazon Style completely reimagines what’s
possible in the fitting room, turning it into
a personalized space where customers can
continue to shop a seemingly endless closet of
great styles,” Vasen wrote in an Amazon blog.